Abstract:
Feedback makes communication a
continuous process, as it has the capacity to change the course and pattern of
communication encountered between persons or among individuals. Feedback is a
very important yardstick for measuring audience acceptance and participation in
programmes. However, a very important element would be missing if feedback
especially through phone-in programme is omitted from the basic structure of
communication which contains sender, message, channel and receiver. Majority of
the respondents send feedback to media house through the use of mobile phone.
However, feedback is seen as part of communication process. To this end, most
of the media houses are now making use of various devices to collect feedback
from their audience ranging from mobile phone, e-mail, and to the recent social
media. While it is evident that the fasted and effective means of getting
feedback is through mobile phone, in fact it has made mass media which used to
be referred to as unidirectional communication to multi or bi-dimensional as
audience can from their room contribute to the live programme going on the
media, these therefore making mass media to be more interactive and
interesting. Survey method was adopted of which a total of 100 questionnaires
were printed and distributed, 50 copies of questionnaires were distributed
within Osun State Broadcasting Corporation (OSBC) to both the management and
workers. While the remaining 50 questionnaires were distributed among the
audience of OSBC residing in Osogbo, Iree and Ikirun. Finally, feedback help in assessing
programme performance if it is interactive or not. Through phone-in programmes,
media operators will know whether the set aim of the programme is being
achieved, whether presenters are doing their work effectively and whether people like the programme or not. Therefore,
it was recommended that Yoruba programmes with rich cultural content which are
of relevance to the people, should be developed to serve the needs of the
audience.
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Related: feedback, effective communication,
phone-in programme